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Harvard Business School professor Mikolaj Jan Piskorski: "To be successful, you need to shift your mindset from social media to social strategy…. But I don't see a lot of that yet. I see (businesses) saying, 'Let's talk to people on Twitter or let's have a Facebook page or let's advertise.' And these are good first steps but they are nowhere close to a social strategy."
This is why I work on strategy and not just campaigns. It's about long-term behaviour not short term advertising
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